BAM! Guest Post by: Sara Bird – A computer programmer who is working on her PhD in robotics, Sara loves talking about Higgs Boson, reading New Scientist and is getting tired of her thesis but glad that it’s nearly finished.

Being online isn’t good enough anymore – a company’s information has to be easily accessible on the go, and that includes having smartphone apps and tablet-friendly interfaces. Stopping there won’t cut it either. In order to keep consumers loyal and coming back for more, companies need to keep them constantly engaged. Have a campaign strategy that has purpose, a quality product or service worth promoting and a simple platform in which to get users involved. Here’s how:

Appeal to Each Audience

Though they both may be interested in the same product, a teenage boy and a middle-aged mom shouldn’t be grouped together in the same campaign audience. Likewise, a 20-something professional woman is going to behave differently online than a retired man. When designing campaign strategies, segment by behavior and tailor your approach to each group. Appealing to each audience is one thing but making it easy for each niche to be engaged is another. Easily sharable information is great for the younger generation while customer service software, such as live chat technologies or always available customer service representatives, might be a better fit for the less tech-savvy.

Establish Your Brand

You set the standard but your customers are the ones to determine if you live by it. Be the first to talk about your product and let users spread the word. Establish a brand by deciding what the company wants to be known for and associated with. With a motto in place and purpose in mind, keep the end goal in sight but be willing to be flexible along the way. A good example? Apple Maps. It had to do maps; it really had no choice. Maps and mobile logically go together, and Apple being a trusted company knew it had to deliver. [BAM! Note: Unfortunately, Apple’s first attempt at Maps fell far short of consumer expectations and led to CEO Tim Cook issuing a public apology.]

Engage the Second Screen

No longer does the term “couch potato” fit – thanks to the growing trend of always having to be connected, about half of U.S. mobile phone users are now multi-tasking while watching TV. According to a Pew Internet & American Life Project report, 52 percent of cell phone users are on their phones and in front of their TVs at the same time. From sending text messages to others who are watching the same show in a different location to looking up information mentioned in commercials, users aren’t wasting any time. Don’t miss out on that market. Create cross-platform social campaigns that engage the second screen audience.

Be Ready and Keep Up

In August, Instagram beat out Twitter in daily mobile use from U.S. smartphone owners for the first time since its 2010 conception. According to a report by ComScore, as reported by the Wall Street Journal, the photo-sharing app had an average of 7.3 million daily active users topping Twitter’s 6.9 million over the same period of time. Why does this matter? Because the “daily user” metric measures how many users visit the app everyday, which affects advertisement sales strategy and sales. Your take away should be not to feel overwhelmed at the task of getting millions of daily users, but instead to make sure they are actively engaged. The more engaged a user is, the more likely he or she is to click on an ad, buy a product or tweet about a service.